The Standard, Brussels – Brutalist Boldness with a 360° View
Concrete Curves and Creative Cool in the Northern Quarter
A Tower That Talks Back
As The Standard’s first continental European outpost, The Standard, Brussels makes a dramatic statement in the revamped Northern Quarter. Occupying the former World Trade Center—a 28‑story concrete silhouette—the hotel officially opened in May 2025. It anchors a key phase of the expansive ZIN redevelopment, injecting a social and cultural heartbeat into a once-somnolent office district.
Brutalism Meets Boutique
The exterior exudes 1970s modernist grit; the interior softens it with bold yet warm design. Belgian creatives Jaspers‑Eyers and Bernard Dubois, alongside The Standard’s in‑house team led by Verena Haller, layered post‑war hard edges with post‑modern whimsy—think curved wooden arches, caramel hues, 1980s‑style carpets, and sculptural accents in rooms and corridors.
Suites for Stays That Stay
More than just a drop-in: the hotel introduces extended-stay suites on the top floors—complete with kitchenettes, living spaces, and views—that cater to guests who stay weeks or months. Beyond that, the 200‑key property embraces creative nomads, business travelers, and urban explorers alike.
Plot Points for the Curious
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Double Standard: vibrant brasserie meets lobby bar, fusing Belgian and American fare below a lush ground‑floor “greenhouse” garden.
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Lila29: the 29th-floor rooftop restaurant/bar offers 360° panoramas, Iberian‑inspired cuisine, and city-skyline cocktails.
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Botanical Ground Garden: an urban refuge and social hub, shifting from café buzz by day to bar energy by night.
DNA Hotels Verdict
The Standard, Brussels is not just a stay—it’s a creative provocation. Here, 1970s brutalism meets 21st-century warmth, local identity blends with international flair, and architecture invites conversation. It’s a new cultural cornerstone for Brussels—edgy, intelligent, and a little cheeky.
